This paper describes a cross-funded international research programme designed to hasten a decline in child marriage in four developing economies around the world.

The project was convened by a coalition of governments, United Nations agencies and grassroots NGOs in Indonesia, Nicaragua, Sierra Leone and Guinea.

It combined semiotics with social purpose to uncover the root causes of child marriage from both social and cultural perspectives, drawing out the link between culturally constructed norms and individual behaviours.

The findings have been applied at several levels - from innovation in village-level programs for the hardest-to-reach girls, to national communications interventions and international policy and advocacy initiatives.

2

Enabling A Full Life To People With A Mental Disability: How research can help to give everyone a voice

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Gaby Siera and Maurice Palmen, ESOMAR, Qualitative, November 2016

This paper describes a research project carried out for Philadelphia, a large health care facility in the Netherlands for people with mental disabilities, which created a new holistic vision for mental healthcare.

This paper describes a research project carried out for Philadelphia, a large health care facility in the Netherlands for people with mental disabilities, which created a new holistic vision for mental healthcare.

An ethnographic approach included three target groups - clients (who differed in their ability to express themselves), families and healthcare givers.

The methodology employed observation, in home interviews (conducted by Philadelphia staff, for reasons of participant trust and familiarity) and self-reporting via photos.

Philadelphia developed its complete client care program based on the outputs, turning itself from a medical-need-based organisation into a value-based organisation.

These values were then translated to all of Philadelphia's care domains - physical care, housing and day care - indicating how caregivers should care for clients, particularly those with unpredictable behaviours.

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Information Gaps: Filling critical data voids in in some of Africa's most restrictive environments

This paper describes the research methods developed by UNICEF and its agency partner to measure the impact of its humanitarian support in remote areas of Africa, illustrated by two case studies.

In the first case study, UNICEF Somalia needed to identify schools and understand their operating capacity to gather data on the quality and scope of the educational sector; it used a hybrid social-networking approach to map the country in order to take into account inaccessible schools in conflict areas.

In the second case study, UNICEF South Sudan developed a way of monitoring its programmes that delivered regular data across a variety of sectors, including malnutrition, health, water and education; this enabled more in-depth and rapid analysis of its activities in another difficult conflict zone.

These examples show how the development of innovative research methods in challenging environments can generate verifiable data, allow informed decisions and identify best practices.

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Behind Ireland's winning marriage equality campaign

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Anna Hamill, Event Reports, Mumbrella 360, June 2016

The article examines the winning strategy of Ireland's historic marriage equality campaign, Yes Equality, and how Ireland became the first country to usher in a new era of LGBT rights by public referendum.

The article examines the winning strategy of Ireland's historic marriage equality campaign, Yes Equality, and how Ireland became the first country to usher in a new era of LGBT rights by public referendum.

Research indicated that Irish people felt uncomfortable talking about LGBT issues and there was limited engagement around it in Ireland, even for those who knew an LGBT person directly.

The campaign focused on creating a new cultural conversation, with a positive message, rather than framing the debate as 'us vs them' and avoided side issues such as surrogacy.

The entire campaign in Ireland was based around filling airwaves and filling every media possible, but also right down into communities, with conversations about real people talking about their lives.

Yes Equality emphasized the importance of making space for everyday Irish people to have these unfamiliar conversations in the language that was most comfortable for them – even if it was a bit politically incorrect.

Personal connection was hugely important – real stories from real people – as voters found it much more difficult to vote against the interests of an LGBT person who was close to them.

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Brands with social purpose find opportunities in Asia’s developing markets

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Ogilvy & Mather, July 2016

This article explores the opportunities for purpose-driven brands in Asia's developing markets, where environmental concerns and social progress are shaping consumer preferences more than ever before.

This article explores the opportunities for purpose-driven brands in Asia's developing markets, where environmental concerns and social progress are shaping consumer preferences more than ever before.

Social progress and increased concerns about environmentalism are offering brands with a strong 'purpose' story the chance to engage new demographics.

Asian consumers are optimistic about the future: 91% of Chinese consumers are positive, 90% of those in Myanmar anticipate positive change; followed by India and Bangladesh (80%), and Indonesia (just over 70%).

Consumers in the developing markets believe that there is a wide variety of societal issues which need to be addressed.

By engaging with their consumers in conversations around significant issues affecting their lives, brands are able to create deeper connections – this becomes even more vital, as consumers build communities of conversation, opinion and trust with each other.

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How brands are harnessing urbanization in developing markets

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Kunal Sinha, Ogilvy & Mather, July 2016

This article investigates the opportunities and challenges presented to brands by urbanization in emerging markets, and provides case studies of successful campaigns in fast-developing urban areas.

Half of world's GDP growth and consumer power over the next decade will come from smaller cities in the emerging world - nearly all this growth happening "fast growth" economies, particularly Asia, as migrants from the countryside move in search of jobs.

Inhabitants of these cities tend to be less brand conscious and they care more about product experience than product reputation.

Food security and environmental safety concerns are rising among consumers in these cities - like their counterparts in major metros, consumers are willing to pay a premium for "safe products", especially for kids.

Although MNCs brands are not necessarily safer, people trust "imported products" more than domestic if value and brand experience are demonstrated; equally, brands understand and leverage the cultural and physical aspects of these smaller cities.

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The South Asian Decade: Ogilvy & Mather on the fast-growth markets of the future

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Joseph Clift, Event Reports, Cannes Lions, June 2016

This report looks at Ogilvy & Mather's V12 report through an interview with Kent Wertime, COO Ogilvy Asia, on the cluster of South Asian countries experiencing rapid growth.

This article describes the insights gained from a Citizen's Jury looking into the issue of intergenerational fairness in the UK.

While baby-boomers and Generation Xers have benefited from significant increases in house prices, free university tuition fees and generous pensions, millennials have been excluded from these advantages.

BritainThinks convened a Citizen's Jury of the generations to study the problem of intergenerational fairness; the discussion illustrated that there are few opportunities for the different generations to discuss things in this way.

The jury agreed that while younger people should be helped, older people shouldn't be punished and enabling millennials to get onto the housing ladder was the most important priority.

Young people's lack of engagement with the political process was repeatedly raised as a barrier to change; the overwhelming feeling was that the problem of intergenerational fairness was something all generations had to take responsibility for changing.

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The future of consumer behaviour in China

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OMD China, Research on Warc, May 2016

This proprietary research by OMD China surveys 2500 Chinese consumers from 8 Tier 1-4 cities on their consumer behaviours.

This article discusses how the State Library of Victoria in Australia undertook a strategic project to address the crucial question of 'What is a public library in 2030?'.

The fundamental challenges for all organisations in the 21st century are how to manage strategic transformations and how to achieve a clear distinctiveness.

Central to the process of this project was the art of building future scenarios in order to explore potential environments and enable better decision-making in the present.

The Victorian Public Libraries 2030: Strategic Framework became the blueprint for transitioning this industry towards the future; it provides a perfect example of effective strategic planning in a turbulent business environment.

Strategic planning must embrace a creativity that enables organisations to anticipate and adapt to a rapidly changing environment if it is to successfully plan for the long term.

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Social marketing campaigns, inequality and materialism: A case study of young consumers in Jakarta

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Godo Tjahjono and Iwan Murty, ESOMAR, Asia Pacific, May 2016

This paper looks at the power of social marketing campaigns in the light of World Bank data that places 43% of the Indonesian population under the poverty line.

This paper looks at the power of social marketing campaigns in the light of World Bank data that places 43% of the Indonesian population under the poverty line.

A study from 2010 showed that Indonesian consumers with a high level of materialism were more likely to benefit from both actively and passively engaging in questionable (unethical) activities, finding also a strong materialistic attitude in a majority of young consumers.

The research seeks to find the intention to follow positive behaviours as reflected in social marketing campaigns or to participate in marketing campaigns initiated by corporations which promote equality.

The study comprises detailed data from a face-to-face quantitative survey among respondents in Jakarta, covering male and female participants, aged 25-44 years in December 2015 - January 2016.

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10 ways brands should adapt to Malaysia's economic slowdown

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Sue-Anne Lim, Research on Warc, April 2016

This article outlines 10 ways Malaysian consumer behavior has changed as a result of economic slowdown and offers brands practical tips as to how they can adapt in a time of negative Malaysian consumer sentiment.

This article outlines 10 ways Malaysian consumer behavior has changed as a result of economic slowdown and offers brands practical tips as to how they can adapt in a time of negative Malaysian consumer sentiment.

Many high spenders have suddenly found themselves back in the middle income zone and are now holding onto their cash – a particular concern for high-end brands – and 46% of Malaysians don't expect themselves to be much better off financially in the future.

The number of people who would rather spend time with friends at home tha go out has surged 29% – home furnishing and appliance brands can target consumers who might want to portray a more stylish and sophisticated home to their visitors.

Data indicates a vast decrease in purchase intent for luxury goods (down 22%) and travelling locally (down 32%) with that spending redirected into ‘staple’ spending: Malaysians are saving for higher priority items such as buying a new house (up 34%), a new car (up 6%), or renovating their house (up 6%).

Malaysians feel overwhelmed by all the demands on their time and are willing to spend money to save time – brands should consider service and convenience as an important ancillary value in keeping up the revenue line during these challenging times.

This article examines how HBO Latin America continues to grow and asks who is the audience and how do they consume and search for content.

As a premium content provider, it is essential to have an emotional connection in line with the consumer's consumption habits: this connection is vital for maintaining a strong position as an industry leader and for continuing to drive innovation.

The report assesses the current market conditions of each country evaluated, such as: economic hardship in Argentina, elections in Brazil, and high educational levels in Chile.

The research was conducted in four different phases: Domestic context ethnography, Diaries, Peer groups, and an Online Quantitative Questionnaire.

Overall, Generations Y and Z believe they can do everything they set their mind to: they are empowered by the ease of access to knowledge, they are curators and creators of content, and they are influencers and leaders among their families.

All three generations (X, Y and Z) value entertainment and more so the kind of entertainment that is flexible, interactive and easy to use.

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Shaping the future: a journey not to chase but to create the future of business

This article considers the possibility of thinking about how to shape, rather than to chase the future, by understanding the future innovations, trends and technologies that will allow a company to grow.

This article considers the possibility of thinking about how to shape, rather than to chase the future, by understanding the future innovations, trends and technologies that will allow a company to grow.

Methodology for the research deployed workstreams and study groups, which were then consolidated into skills, innovation, and sharing sessions.

This paper presents findings that show how innovative audience measurement techniques helped Venezuela's second largest TV channel, Televen, to successfully navigate a tense political situation, while maintaining audience engagement.

This paper presents findings that show how innovative audience measurement techniques helped Venezuela's second largest TV channel, Televen, to successfully navigate a tense political situation, while maintaining audience engagement.

Venezuela is a divided society in the process of searching reunification; the ruling government managed to place the population into two drawers: supporters and enemies.

Private media passed from being just an external narrator-analyst to having an important role within the story.

Televen proved that navigating an ambience of state's coercive regulations and political polarization is feasible under policies of balanced contents and the use of alternative platforms.

Social media was successfully used by Televen as an alternative form of providing information that would not have been broadcasted on screen due to state regulations; its measurability and multi-platform capabilities worked as an audience enhancer.

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Trendwatch: New Labour

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Vicki Loomes, Admap, April 2016, pp. 8-8

This short article examines the trend of new labour in the 21st century through the breakdown of traditional boundaries between work and life, brought about by new technology.

This short article examines the trend of new labour in the 21st century through the breakdown of traditional boundaries between work and life, brought about by new technology.

Brands have the opportunity to empower new working lifestyles of freelancers, gig-preneurs, and creatives.

Globalisation and startup culture have shifted the expectation of a middle class job-for-life; flexibility, creativity and life-long learning all require new tools.

Platforms and apps such as Upwork and Stride link contracts to collaboration, and health insurance to the self employed, respectively.

WeWork, a company valued at $10bn last June, combining shared office and living spaces for creative hipsters, is trialling in New York.

With automation and AI growing, much traditional labour will cede to new reasons to get out of bed in the morning; brands must think about how they can serve emerging expectations from customers and from staff.

This paper uses the experiential marketing concept to explain some of the motivations for socially responsible consumption. View Summary

This paper uses the experiential marketing concept to explain some of the motivations for socially responsible consumption. It is argued that practising responsible behaviour helps consumers to perceive five different types of experiential value: emotional, cognitive, sensory, relational and behavioural. A web-based survey on a panel of more than 1,000 North American respondents confirmed the presence of an average level of each experiential value type in responsible decisions. We also found evidence for gender and age differences in the perception of those experiential benefits. This study provides guidelines to better promote socially responsible consumption through enriching consumers’ experiential motivations. The findings of this study also provide ideas for demographic-based targeting of responsible goods/services.

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The global struggle for work-life balance and its impact on consumer markets

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Euromonitor Strategy Briefings, November 2015

This article highlights how changes in work-life balance are affecting consumer needs and desires and predicts how the expectations around work will change in the future.

This article highlights how changes in work-life balance are affecting consumer needs and desires and predicts how the expectations around work will change in the future.

68% of the world's population is in work, and the work-life balance is being affected by several factors, including changes in employment patterns, increasing urbanisation, developments in technology and changes in consumer behaviour.

Average working hours range from 54 hours (Egypt) to 32 (Netherlands), while paid holiday entitlement varies enormously; women's share of the workforce has risen significantly over the long-term, and their employment rates are highest in rich countries.

Leisure time is being squeezed and this has grown the demand for convenience products, with smart technology enabling consumers to save time through programming chores.

Global demand for tourism remains strong, however consumers are taking shorter, more frequent holidays; full-service restaurants are responding to demand for interesting new food experiences that offer escapism, excitement and flexibility in formats.

Expectations for the future include employees being under more pressure to work longer hours and always be available, while a shrinking pool of young talent will mean that companies will be forced to make more efforts to improve workplace flexibility to keep employees happy and productive.

This trend report describes the 'circular economy', a new model which reduces waste, and sets out some of the opportunities for brands.

There is a growing understanding that traditional business models must be re-worked for the 21st century economy, and the alternative model taking shape envisions a smarter way to use resources and reduce waste.

The 'circular economy' brings together older ideas like recycling and re-manufacturing with emerging practices such as collaborative consumption.

Brands across categories are taking steps to implement this thinking in various ways, including leasing products, re-manufacturing goods, extending the life of their products and reducing waste.

How does the consumer emotionally process and react to messaging intended to prompt responsible behavior toward the environment? This study provided a psychophysiological method to analyze how certain combinations of elements in an advertisement generate different types of response. View Summary

How does the consumer emotionally process and react to messaging intended to prompt responsible behavior toward the environment? This study provided a psychophysiological method to analyze how certain combinations of elements in an advertisement generate different types of response. Psychophysiology is the study of the relationship between the mind and the body. Specifically, the authors investigated whether a message could activate the consumer's defensive motivational system (resulting in inaction) or the appetitive motivational system (inspiring positive physical action). The findings offer evidence as to what type of message is better at provoking emotion so as to increase the potential of such campaigns to elicit positive changes in behavior.

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Shedding the chastity belt: The beginnings of the Indian sexual revolution

This paper analyses the changing role and status of women in India and what their emerging identity means for brands.

Patriarchy is deeply embedded within Indian society and India's sub-conscious; brands and advertising have historically reinforced this through their depiction of women.

But change is happening slowly for women: literacy rates and the average age of marriage are rising, women are having fewer children and female political representation is on the up.

Advertising is beginning to reflect these societal changes with less stereotypical depictions of gender roles, although there is an emergence of some regressive, sexually-oriented ads which don't engage women as independent individuals.

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Best practice: Green marketing

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William Ratcliffe and Chris Coulter , Warc Best Practice, May 2015

This article outlines three best practice strategies for engaging with consumers on issues around sustainability and the environment, at a time when people have become sceptical of marketing claims due to exposure to 'greenwashing'.

This article outlines three best practice strategies for engaging with consumers on issues around sustainability and the environment, at a time when people have become sceptical of marketing claims due to exposure to 'greenwashing'.

Early attempts at green marketing were often insincere and superficial, leading to the term 'greenwashing' that damaged the reputations of some brands.

Research has identified four groups who are receptive to 'green' messaging: committed 'advocates', style and social status seeking 'aspirationals', price and performance minded 'practicals', and the less-engaged 'indifferents'.

Consumers want brands to show their commitment to sustainability through actions, not just words; companies should embed values throughout the organisation to build credibility.

People also look to brands to teach them about sustainability issues and involve them in efforts to protect the environment.